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The role of self-service technologies in restoring justice

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  • Mattila, Anna S.
  • Cho, Wonae
  • Ro, Heejung (Cheyenne)

Abstract

As an increasing number of customers choose to interact with service firms via technology, there is an urgent need to understand whether consumers react differently to technology-based failures/recovery efforts than human failures/recovery efforts. Using resource exchange theory as a framework, the present investigation examined the role of failure mode (SST vs. face-to-face encounter) and recovery mode on customers' fairness perceptions. Results from Study 1 suggest that compensation offered by a front-line employee might be more effective in restoring justice with traditional failures (match condition) than with SST failures (mismatch condition). Findings from Study 2 further support the matching hypothesis in terms of distributive justice. On the other hand, human touch seems more effective in restoring interactional fairness than on-line recovery. The follow-up study extends the matching hypothesis to satisfaction with problem handling and repurchase intent. Managerial implications of these findings are discussed.

Suggested Citation

  • Mattila, Anna S. & Cho, Wonae & Ro, Heejung (Cheyenne), 2011. "The role of self-service technologies in restoring justice," Journal of Business Research, Elsevier, vol. 64(4), pages 348-355, April.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:4:p:348-355
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    References listed on IDEAS

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    Cited by:

    1. Verhulst, Nanouk & Vermeir, Iris & Slabbinck, Hendrik & Larivière, Bart & Mauri, Maurizio & Russo, Vincenzo, 2020. "A neurophysiological exploration of the dynamic nature of emotions during the customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Manika, Danae & Papagiannidis, Savvas & Bourlakis, Michael, 2017. "Understanding the effects of a social media service failure apology: A comparative study of customers vs. potential customers," International Journal of Information Management, Elsevier, vol. 37(3), pages 214-228.
    3. Devina Oodith, 2019. "Enhanced Customer Interactions through Customer-Centric Technology within a Call Centre," Journal of Economics and Behavioral Studies, AMH International, vol. 11(2), pages 79-91.
    4. Ying Kai Liao & Chih Ying Wu & Giang Nu To Truong & Yen Thi Do, 2022. "The Roles of Service Recovery and Perceived Justice on Post-Recovery Satisfaction in M-Commerce," Sustainability, MDPI, vol. 14(22), pages 1-20, November.
    5. Dao, Hung M. & Theotokis, Aristeidis, 2021. "Self-Service Technology Recovery: The Effect of Recovery Initiation and Locus of Responsibility," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 25-39.
    6. Chen, Nuoya & Mohanty, Smaraki & Jiao, Jinfeng & Fan, Xiucheng, 2021. "To err is human: Tolerate humans instead of machines in service failure," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Virginie Schweitzer & Françoise Simon, 2021. "Self-construals as the locus of paradoxical consumer empowerment in self-service retail technology environments," Post-Print hal-03110766, HAL.

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